PPB December 2019

and an estimated 14 billion pounds of trash, most of it plastic, is dumped in the world’s oceans every year, a stat reported by seastewards.org . The latter is such a problem, in fact, that the “plastic soup”—the patches of garbage floating in the oceans—now covers more than 25 million square miles. If this were on land, it would be enough to cover the United States, China, India and Argentina, combined, with garbage. But it doesn’t end there. According to Project Kaisei, a nonprofit that focuses onmarine debris, 70 percent of garbage that winds up in the ocean sinks, whichmeans the plastic soup, thoughmassive, doesn’t even account for half of the garbage underwater. By stepping in, companies are stepping up by incorporating eco-friendly practices into their business. The major plus here is that companies not only benefit from feel- good work, but enhanced brand perception. To discover the impact of sustainability for brands, Computer Generated Solutions (CGS)—a provider of business and outsourcing services and enterprise learning—conducted its 2019 Retail and Sustainability Survey, which surveyedmore than 1,000 Americans, ages 18 to 65. The results indicated that 68 percent of consumers consider sustainability important whenmaking a purchase, somuch so they’d be willing to pay more for it: 35 percent would pay 25-percent more than the original price, seven percent would pay 50-percent more, and five percent would pay double. When asked about what makes consumers loyal to a brand, 28 percent of consumers said “sustainable/ethical business practices.” Hardworking Hemp Right now, sustainability is trending because there’s a dire need for it, but what continues—in part—to drive people to the product is the product itself. For suppliers manufacturing eco-friendly apparel, a large portion of the product’s appeal comes from comfort and structure, and at the most fundamental level, the garment’s fibers, which can have a major effect on a company’s sustainability. There are many eco-friendly fibers to consider whenmanufacturing clothing, like recycled polyester, bamboo, Pinatex (pineapple leather), fish leather, organic linen, cork and organic cotton. But hemp is particularly popular—and no, it isn’t because of the legal marijuana boom. Here’s more about the fiber and its many benefits. According to Global Stewards, organic hemp is made from cannabis sativa fibers or industrial hemp. Hemp fibers, often referred to as “bast,” grow outside of the plant’s stalk and are cultivated by hand. The hemp fibers are fast-growing, reaching between three and 15-feet tall at the 11-week maturation point, and they grow in colors ranging from creamy white to green, brown and black. Hemp requires little water, no pesticides and naturally fertilizes the soil it grows in, and because it’s low-maintenance, it costs less to cultivate. Hemp also produces two-to-three times more fiber per acre than cotton, and is 95-percent UV-resistant, mold-resistant, hypo- allergenic, non-irritating and pest-resistant. It’s also a strong fiber—up to four times stronger than cotton—whichmeans clothing made fromhemp fibers will last longer. One of the oldest fibers in the world, first spun tomake clothing some 10,000 years ago, hemp is also antibacterial and durable, and it continues to soften the more it’s washed. Oftentimes, it’s blended with other fibers, like organic cotton or flax. Other than apparel, hemp can be used to make paper, rope, paint, biodegradable plastics, food, insulation, horticultural bedding for animals and stuffing for upholstery. Clean and Green It’s an oxymoron: get endless exposure while blocking out rays. The Flexfit Hydro Grid Stretch cap is water-repellent, made from EcoDry, fluorine- free, 100-percent polyester grid fabric. The fitted hat features a structured, mid profile, three-and-a- half-inch crown and comes with a Permacurv visor. Available in S/M and L/XL in black, navy, white and grey (shown). Kati Sportcap / PPAI 113758, S5 / www.katisportcap.com For a cap with a no-nonsense Velcro closure on the back, the Mega Cap PET Recycled Structured features a mid-profile and six-panel construction, along with a pre-curved visor and hook-and-loop closure. The cap is made from 50-percent cotton and 50-percent recycled polyethylene terephthalate (PET), a plastic resin. When PET fabric is recycled, it breaks down into smaller fragments, which can be used to absorb toxins from water and soil. Available in one-size-fits-all in black, grey, khaki, navy, white and red (shown). Kati Sportcap / PPAI 113758, S5 / www.katisportcap.com | DECEMBER 2019 | 19 INNOVATE